Notes from the Field

For years, account structure was one of Search's biggest competitive advantages. AI is changing that.

A framework for connecting B2B paid media to pipeline, from CRM setup to board-ready reporting.

A practical guide to leveraging GA Linking and Campaign Data Import to improve campaign performance and drive a measurable uplift in conversions.

Platforms are giving users more control over their feeds. For brand marketers, the signal that actually matters hasn't changed.

Most brands treat one measurement model as the truth and optimise for what it shows. Here's why that's risky, and what reconciling data sources looks like.

Poor measurement infrastructure is the most common reason Google AI Max underperforms. Here's what to audit and how to fix it.

Apple has confirmed ads are coming to Maps this summer. Here's the opportunity for local advertisers, where Apple lags Google, and how to prepare before launch.

ChatGPT ads are attracting growing interest from brands. Here's what our testing reveals about targeting, pricing, measurement, and what marketers should know before investing.

A practical four-stage framework for building a Meta creative system that continuously finds, tests, and scales high-performing creative.

An advertiser's guide to the 2026 World Cup: what's different, what's possible, and where the opportunity actually sits.

Amazon's closed data loop just extended in two directions at once: out to premium streaming, and in to a B2B audience that was never reachable at scale. Here's what that changes for how you target and measure CTV.

A programmatic practitioner's take on what Meta entering CTV could unlock for advertisers.